191: The power of music with Genius CRO Rob Elder

During this 191st episode of “Marketing Today,” host Alan Hart interviews Rob Elder, the chief revenue officer at Genius. Genius is the world's largest encyclopedia of lyrics and music. It's a leading brand in music producing popular video series' like "Verified," "Deconstructed," "Genius News," and "Open Mic," reaching over 100 million people monthly across the globe.Elder started his career at agency Grey Direct as an assistant media planner, then moved into the "sales" side of the business with Sony. He's been with Genius for a little over two years and had the opportunity to drive growth and focus on developing processes to help the startup be successful.Elder shares his unique journey and the importance of mentors in that journey. He discusses what Genius brings to the music industry and bringing back the "deeper connection and message that the artist is trying to convey." He shares about the power of music, branding, and marketing legitimacy. "Brands are starting to recognize...that if they want something fun, intimate, cool, and that moves the needle with the younger consumer, Genius is the place to do that." Highlights from this week's “Marketing Today”: Rob's background and the path to becoming CRO of Genius. 01:23Key mentors that helped Rob along the way and how. 02:10The offering "Genius" provides to the music industry. 04:46Highlights for Genius over the last two years. 06:50The power of music for brand partnerships. 08:58A breakdown of Genius' brand and artist relationships. 10:41Examples of brand/artist relationships. 12:16The future of Genius going forward. 14:43Specific partnerships that will "move the needle" for Genius. 16:48How data drives the strategy for Genius. 17:26The experience of Rob's past that defines who he is today. 18:51Advice for the "younger" Rob. 19:40Brands, Companies, or Causes to take notice of. 20:44Most significant opportunity or threat to marketers. 22:37 Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.